March Madness Is a Slam Dunk Moment for CTV Advertisers

Every March, millions of fans fill out brackets, gather around screens and follow the unpredictable drama of the NCAA basketball tournament. March Madness has long been one of the most powerful cultural moments in sports — and today it’s also becoming a defining moment for the evolution of advertising.

The way fans watch live sports is changing rapidly. More viewers are streaming games across connected TV (CTV) platforms, and advertisers are following the audience. For brands looking to reach highly engaged viewers at scale, live sports on CTV has quickly become one of the most effective advertising channels.

The data reflects a clear shift in strategy. Our Live Sports on CTV study found that more than three-quarters (78%) of CTV advertisers are already running campaigns within live sports content on streaming platforms. Momentum is only accelerating: 79% of advertisers currently investing in live sports say they are likely to increase their spend over the next 12 months, and 77% say live sports inventory is more valuable than other premium CTV content. Live sports is also opening the door for local and regional advertisers to participate in premium sports moments that were once out of reach.

This shift comes as streaming expands how audiences access major cultural events. Live sports has long anchored linear television, delivering some of the most engaged audiences in media. As streaming platforms increasingly carry major games and tournaments, fans now expect the flexibility to watch across both linear and streaming channels — creating more ways to tune in and more opportunities for advertisers to connect with audiences.

Even more compelling, CTV delivers reach where it matters most. The MRI-Simmons November 2025 Cord Evolution Study* finds that 59% of sports fans say they like to stream live sports, highlighting how quickly streaming has become a natural extension of sports viewing. 

The research also shows that March Madness viewers who watch streaming TV are highly valuable audiences, with an average household income of $135K and nearly 60% earning more than $100K annually. Just as important, they take action — they’re 13% more likely to sign up for more information or an offer and 15% more likely to make an online purchase than the average U.S. adult.

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